Homewares in France

PROSPECTS

Further use of loyalty-based marketing campaigns to be seen

A wider range of loyalty-based marketing campaigns were seen in homewares happened in 2018, set to continue in 2019 to boost sales of homewares, although the very low unit prices of many of the items in the category mean that many manufacturers are reluctant to engage with loyalty campaigns for fear of devaluing their brand image and reducing the already minimal revenues they generate from sales. Furthermore, the major trend in the category in 2018 was the shift towards consumers demanding high-quality homewares, especially those which are made in France and which are marketed through environmental campaigns For instance, Groupe SEB’s Pyrex and Tefal cookware brands offered trade-in schemes during 2018, which offered consumers the option to save money on the purchase of new stovetop cookware by returning used items to retailers.

Uniqueness and specialisation set to perform best

Dining is likely to register positive sales of the forecast period and this is primarily linked to the home entertaining trend, which is going strong after France after it took hold during the economic crisis. Householders are increasingly keen on impressing their guests with attractive dinnerware, glassware and cutlery.

Food storage attracts attention due to shift towards homemade food

Food storage saw a certain boom in volume sales in 2018 and this came in spite of the numerous price promotions which were undertaken in an effort to further boost sales. In recent years, the experiences that many French people carry with them from the economic crisis have encouraged many people to prepare their own meals at home and take leftovers with them to work the following day for lunch.

COMPETITIVE LANDSCAPE

Low unit prices on the one hand, high quality and design on the other

Similar to home furnishings, there is a clear split between the two different types strategies can mainly be observed in homewares in France. On the one hand, many companies seek to cater to the needs of consumers who are interested primarily in low prices and have little regard for quality, durability or even design features.

Groupe SEB continues to lead

Groupe SEB remains the leading player in homewares and this largely due to its increasing focus on the ‘Made in France’ aspects of its products, as well as the enduring reputation that they have for high quality, durability and design. 2019 has seen the ‘Made in France’ factor prominent in media advertising campaigns.

Further declines expected for Tupperware

France’s second leading homewares brand Tupperware continues to struggle, losing ground to all of its major rivals in 2018 as it sales continued to slide. Tupperware continues to face high levels of competition, with IKEA in particular quickly gaining momentum.

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